Well, it seems that the new creative director of Yves Saint Laurent, Hedi Slimane, has taken it upon himself to make a few drastic changes with the company, starting with the name.
Instead of being named Yves Saint Laurent, the company will now be called Saint Laurent Paris. Many call the brand by Saint Laurent as it is, but how will co-founder Pierre Bergé take the news? Reportedly, Slimane was inspired by the 1966 era of the company, when YSL launched its first ready-to-wear line under the name of Saint Laurent Rive Gauche. Slimane plans to use the same fonts and wording from that time, and although ‘Yves’ is being taken from the name, the logo won’t be stricken completely. The full name will be used for “institutional purposes” and the logo will be unchanged.
YSL is making the changes to restore “the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals.” The changes are expected to be made by the time Slimane comes out with his spring 2013 collection hits stores.
How do you think these changes will effect YSL?
Hedi Slimane, the new creative director of YSL.
YSL is making the changes to restore “the house to its truth, purity and essence – and taking it into a new era” while “respecting the original principles and ideals.” The changes are expected to be made by the time Slimane comes out with his spring 2013 collection hits stores.
How do you think these changes will effect YSL?
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